Value the People, and They Will Value the Product

Live entertainment was dealt a terrible blow during the global pandemic, and the cruise industry was no exception. The subsequent return to service was swift like a busy hotel racing to prepare for a swell of new guests, and now that most people have completed their ‘first cruise back,’ many companies are seeking the next competitive edge to keep them coming back for more. We have stepped into the ‘new’ era.

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A backlog of previously commissioned new-build ships has entered the market on top of a wealth of new products intended to refresh existing vessels, and everyone is now racing to provide guests with that ‘new’ path to a richer vacation and entertainment experience.

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At RWS Global , my team develops, delivers and operates 10 different bespoke entertainment products across Holland America Line ’s global fleet of 11 modern classic ships. Produced in partnership with Holland America, these programs, productions and products are all curated to be impressive and inventive.

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We are no strangers to the need for innovation with a further increase in shows and experiences setting sail in 2024. However, across our full portfolio, we have noticed the greatest gains in guest experience have come from leaning into the ‘front line’ of our offerings–if you value the people, they will value the product.

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From talent casting, rehearsals and costuming to hospitality, technical creation, installation and operations, we touch every step of the production process. If we can source the best talent, treat them like professionals and value them at the top of the market, then every element of that process is elevated, and the final product becomes more engaging and connective than anyone could imagine. No matter what the audience sees, hears or experiences, it’s the people who draw those production elements together and deliver them in ways that surprise and delight guests.

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As we move away from the global pandemic, across the entertainment industry and beyond, we all seek quality and significance in our work. I was lucky enough to be part of the first auditions for the Step One Dance Company, a six-person principal dance company developed to wow Holland America audiences fleet-wide. At the time of inception, the idea that the dancers would be the stars of the show and highly valued onboard (with their own space, guest-level privileges and meaningful wages), was a game changer. I could feel the electricity in the audition room. By bucking industry standards, everyone involved reaped the rewards in talent level.

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We continued to apply this winning formula with the launch of the Rolling Stone Lounge, Lincoln Center Presents, and Cantare and Major Fourth vocal groups and have more upcoming offerings launching soon.

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Of course, the successful results we have seen are not unique to dancers, singers or musicians. We all want to be valued and feel seen, and when we do, we are motivated to turn around and deliver work of the highest caliber. Yes, in a global operation spanning every available time zone, there will always be challenges. However, taking accountability and acting with integrity to value your people has proved to reduce challenges, elevate the process and significantly boost the guest experience. And that’s a reason to keep coming back for more…

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Jeff Moulton

Director of Client Delivery for Holland America Line